Google's Rivals Unite on Ads

Yahoo, Microsoft and AOL to Sell Space on Each Other's Sites in Counterattack

By

Emily Steel

September 15, 2011

In their boldest attempt to battle the growing dominance of Google Inc. and save their embattled advertising businesses, Yahoo Inc., Microsoft Corp. and AOL Inc. plan to band together to sell ads on each other's sites, according to advertising executives pitched on the initiative.

The move comes as the three Internet rivals scramble to recover lost share in the online display-ad market as marketers shift more of their dollars to...